Bachelor of Science (Hons) in Architecture

Food and Culture CLS 60203

Adam Pandor 0322743
Mr Nicholas Ng

Research Topic
How Consumer Preferences Are Impacting Outdoor Dining

Changing consumer preferences impact every facet of the economy but perhaps none
quite so much as outdoor dining. Urbanization is seeing more consumers prefer fast food. As
a result, outdoor dining is taking away the traditional sit-down and wait-to-be-served method.
The traditional way is being replaced by the self-service order-wait-pick up.
This research aims to discover what outdoor dining can offer by leveraging views and
vistas, people-watching and more. Outdoor dining can provide a sense of time, place and
wonder that even the most intriguing indoor spaces cannot. It gives an energy to the place and
reminds people of the hospitality they, too, can get when they set foot in.
The success and failure rate of food establishment in Malaysia is based on the
hypothesis relating to the ambiance of the place as well as the food variations. Food trucks as
a form of outdoor dining offers a wide variety of food which mostly are fast food such as
fried chicken, pizza, doughnut, kebab and more. The dietary patterns practiced by the youth
are fast food intake because they are born when the fast food has been established in
Malaysia. Furthermore, food truck varies in cuisine such as Japanese, Korean, Chinese,
Vietnamese, Mexican, Western and more. The spatial quality plays an important role in
affecting the preferences of consumers to outdoor dining despite the high pricing and food
quality.
The information will be gathered through literature reviews, on-site observations as
well as interviews on the food consumers and food vendors. The data collection will be
carried out during weekdays and weekends starting from 6pm onwards.
Final outcome will be in the form of a poster with diagrams and pictures for better
understanding along with annotations.
Wan Mohamed Radzi, Che Wan, Jasimah et al. Food Intake In Malaysian Culture And
Society. Focus On The Younger Generation. Kuala Lumpur, Department Of Science And
Technology Studies, Faculty Of Science, University of Malaya, 2015,
https://pdfs.semanticscholar.org/1c52/c2d058f20dc26303f2acb10380d90d076a4a.pdf
[Retrieved 3rd May 2018]
Smith, D.P. (2014, March), An Inside Look At Outdoor Dining
https://www.foodnewsfeed.com/fsr/inside-look-outdoor-dining
[Retrieved 3rd May 2018]
Essays, UK. (November 2013). A Study Of Food And Culture. Retrieved from
https://www.ukessays.com/essays/cultural-studies/study-of-food-and-culture-cultural-studies-
essay.php?vref=1
[Retrieved 3rd May 2018]